74% of UK Adults Struggle to Identify Illegal Gambling Ads

A recent study by Entain reveals that the majority of UK adults cannot spot illegal betting ads, which raises concerns about player safety and ad regulations.

The majority of UK adults can't tell the difference between legal and illegal gambling ads. That's the headline-worthy finding from a new survey commissioned by Entain, which is reopening questions about player safety and how well illegal ads are regulated online.

Survey findings

74% of UK adults can't identify illegal gambling ads — The majority of UK adults cannot identify illegal gambling ads. What does this tell us for the UK gambling market?

Entain's research covered 2017 adults in Great Britain. 74% of them said they struggle to identify illegal betting ads, while only 10% are confident they could correctly recognise a licensed one.

Illegal ads often target players through social media, streaming platforms or illegal casinos. They are unsafe and bypass the strict rules licensed UK online casinos adhere to, including providing tools for safe play and protecting players' welfare.

This is a big concern, as it leaves most UK adults open and vulnerable to unregulated operators that don't necessarily abide by responsible gambling standards.

When it comes to regulation, the picture is grimmer. Only around 7% stated they believe UK gambling regulations are highly effective in stopping illegal gambling. Another third said the government is not doing enough to protect people from unlicensed operators.

What's even more concerning is that about 8 out of 10 respondents said they would not know the difference between a legal and illegal betting site.

The report concludes that clearer guidelines and public education campaigns are needed. Without these, illegal platforms have more opportunities to exploit the gap and undermine the trust built within the regulated sector.

We have also listed the key differences between legal and illegal gambling ads below:

Legal gambling ads

Direct to legal operators with a licence from a reputable authority.
Follow strict rules on who they can target.
Direct to sites with safe play tools.
Follow regulatory codes that restrict misleading language.
Display company information.

Illegal gambling ads

Promote unlicensed platforms.
Don't comply with rules about geotargeting or age restrictions.
Direct to sites that don't feature any player protection.
Use 'red flag language' with misleading terms or unrealistic promises.
Don't include company information. If there is any, it's vague.

World Cup social media campaign

In an effort to help mitigate the findings and help close that gap, Entain launched a World Cup social media campaign in collaboration with social media creator Big John.

The videos flag misleading bonuses, weak recourse and a lack of safeguards like self-exclusion from casinos that often remain amiss in unlicensed markets.

The campaign also directs viewers to the UK Gambling Commission's public register and encourages them to look for safer gambling tools before signing up anywhere.

Responsible Gambling & Play Safe — Gamble RESPONSIBLY. At CasinoWow, we're dedicated to responsible gambling and we provide you with many resources to help you play safe.

A new social media age limit

Gambling ad concerns intersect with bigger ones regarding online safety. In June 2026, the UK government announced legislation that prohibits children under the age of 16 from accessing major social media platforms.

The policy is expected to be enforced at the beginning of next spring. It aims to reduce exposure to harmful content, which includes all kinds of gambling promotions.

Cutting off access for those under 16 to these platforms could reduce one route through which younger users see gambling ads in the first place.

What could this mean for casino advertising

Limited social media access could also take some pressure off casinos about reaching minors. On the other hand, one might worry about what type of content they will be exposed to should they manage to log in. That is especially if operators slack in their concern regarding underage users.

We could also see a shift in marketing channels, as more licensed operators may invest in age-verified platforms to ensure they reach adults. Regulators may also tighten oversight to stop ads slipping through to under-18 audiences on channels that aren't.

That's a good opportunity for licensed operators to show their commitment to responsible gambling and distinguish themselves from illegal platforms.

If you still have trouble differentiating between the two, checking the UKGC's public register to see whether an operator is licensed (meaning that the ad is safe as well, seeing the strict rules operators have to follow) takes only a few seconds.

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By Deni

Verified Casino Expert

Expertise: Casino Content Writing, Journalism & (PR), Gambling Regulations, Dutch & German Gambling Markets

Hi, I'm Deni! I'm a research obsessive with a passion for gambling regulations, market trends, and casino news. I dig deep into every topic I cover - so every article, review, or guide I write is built on solid research and real detail.

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Last updated: July 20, 2026

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74% of UK adults struggle to identify illegal gambling ads

Survey findings

World Cup social media campaign

A new social media age limit